Walmart.com, for its part, for the first time pulled forward more than 300 of its Black Friday and Cyber Monday type specials, including a 42-inch JVC TV for $299 as part of a broad assortment featured that includes national brands including Apple, Dyson, Disney and Vizio.

Getting an early jump on consumers’ holiday spending is especially critical as there are six fewer days this year between Thanksgiving and Christmas and several forecasts have pointed to a blue Christmas for retailers. Walmart U.S. and other retailers have all suffered from declining sales and store traffic.

“Customers are stressed,” said Joel Anderson, president and CEO of Walmart.com, in an interview, adding the company decided to fire its online holiday salvo early this year because it has historically seen a spike in online holiday traffic on Nov. 1. “By helping them to save early, that helps them to stretch the budget.”

Anderson said Walmart.com has seen a “fantastic” response so far Friday, with sales topping its expectations.

With the retail giant targeting $10 billion in total online sales worldwide this year, Walmart.com, the biggest part of its online business, has more than doubled its online assortment to more than 5 million items from 2 million last year, with free shipping expanded to 98% of assortment from 15% last year, Anderson told MarketWatch.

Meanwhile, Amazon.com, estimated to approach $75 billion in sales this year, introduced for the first time two Deals of the Day offer every day from Friday through Dec. 22. It also has hundreds of “lightning deals” every week and features “more deals than ever.” The giant online retailer also unveiled an electronics holiday gift guide.

Consumers “are shopping now,” said Amazon spokeswoman Julie Law. She said Amazon also is adding more deals between Black Friday and Cyber Monday. “We have to make sure our deals are that much more compelling.”

Shoppers appear to be biting. On Walmart.com, for instance, the JVC TV and a $49 10-inch Xelio tablet are currently listed as out of stock. On Amazon.com, the company listed the time left for its special deals with the percentage of designated items sold. A $13.99 back up and sharing device usually priced at about $37 is listed as sold out with Amazon asking shoppers to join a waiting list.

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About Behind the Storefront

Behind the Storefront is a blog about all things retail. It’s aimed at investors, shoppers and anyone else with a passion for learning about what drives consumer behavior. Hosted by Andria Cheng, Behind the Storefront will cover the business, brands and shopping behavior that’s behind some of the biggest companies, and largest employers, in the world. You can reach Andria at Acheng@marketwatch.com.